1# Ad Copy Templates Reference
2 
3Detailed formulas and templates for writing high-converting ad copy.
4 
5## Contents
6- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
7- Headline Formulas (For Search Ads, For Social Ads)
8- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
9- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
10- Copy Testing Priority
11 
12## Primary Text Formulas
13 
14### Problem-Agitate-Solve (PAS)
15 
16```
17[Problem statement]
18[Agitate the pain]
19[Introduce solution]
20[CTA]
21```
22 
23**Example:**
24> Spending hours on manual reporting every week?
25> While you're buried in spreadsheets, your competitors are making decisions.
26> [Product] automates your reports in minutes.
27> Start your free trial →
28 
29---
30 
31### Before-After-Bridge (BAB)
32 
33```
34[Current painful state]
35[Desired future state]
36[Your product as the bridge]
37```
38 
39**Example:**
40> Before: Chasing down approvals across email, Slack, and spreadsheets.
41> After: Every approval tracked, automated, and on time.
42> [Product] connects your tools and keeps projects moving.
43 
44---
45 
46### Social Proof Lead
47 
48```
49[Impressive stat or testimonial]
50[What you do]
51[CTA]
52```
53 
54**Example:**
55> "We cut our reporting time by 75%." — Sarah K., Marketing Director
56> [Product] automates the reports you hate building.
57> See how it works →
58 
59---
60 
61### Feature-Benefit Bridge
62 
63```
64[Feature]
65[So that...]
66[Which means...]
67```
68 
69**Example:**
70> Real-time collaboration on documents
71> So your team always works from the latest version
72> Which means no more version confusion or lost work
73 
74---
75 
76### Direct Response
77 
78```
79[Bold claim/outcome]
80[Proof point]
81[CTA with urgency if genuine]
82```
83 
84**Example:**
85> Cut your reporting time by 80%
86> Join 5,000+ marketing teams already using [Product]
87> Start free → First month 50% off
88 
89---
90 
91## Headline Formulas
92 
93### For Search Ads
94 
95| Formula | Example |
96|---------|---------|
97| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
98| [Action] + [Outcome] | "Automate Reports \| Save 10 Hours Weekly" |
99| [Question] | "Tired of Manual Data Entry?" |
100| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
101| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
102| [Price/Offer] + [Keyword] | "Free Project Management \| No Credit Card" |
103 
104### For Social Ads
105 
106| Type | Example |
107|------|---------|
108| Outcome hook | "How we 3x'd our conversion rate" |
109| Curiosity hook | "The reporting hack no one talks about" |
110| Contrarian hook | "Why we stopped using [common tool]" |
111| Specificity hook | "The exact template we use for..." |
112| Question hook | "What if you could cut your admin time in half?" |
113| Number hook | "7 ways to improve your workflow today" |
114| Story hook | "We almost gave up. Then we found..." |
115 
116---
117 
118## CTA Variations
119 
120### Soft CTAs (awareness/consideration)
121 
122Best for: Top of funnel, cold audiences, complex products
123 
124- Learn More
125- See How It Works
126- Watch Demo
127- Get the Guide
128- Explore Features
129- See Examples
130- Read the Case Study
131 
132### Hard CTAs (conversion)
133 
134Best for: Bottom of funnel, warm audiences, clear offers
135 
136- Start Free Trial
137- Get Started Free
138- Book a Demo
139- Claim Your Discount
140- Buy Now
141- Sign Up Free
142- Get Instant Access
143 
144### Urgency CTAs (use when genuine)
145 
146Best for: Limited-time offers, scarcity situations
147 
148- Limited Time: 30% Off
149- Offer Ends [Date]
150- Only X Spots Left
151- Last Chance
152- Early Bird Pricing Ends Soon
153 
154### Action-Oriented CTAs
155 
156Best for: Active voice, clear next step
157 
158- Start Saving Time Today
159- Get Your Free Report
160- See Your Score
161- Calculate Your ROI
162- Build Your First Project
163 
164---
165 
166## Platform-Specific Copy Guidelines
167 
168### Google Search Ads
169 
170- **Headline limits:** 30 characters each (up to 15 headlines)
171- **Description limits:** 90 characters each (up to 4 descriptions)
172- Include keywords naturally
173- Use all available headline slots
174- Include numbers and stats when possible
175- Test dynamic keyword insertion
176 
177### Meta Ads (Facebook/Instagram)
178 
179- **Primary text:** 125 characters visible (can be longer, gets truncated)
180- **Headline:** 40 characters recommended
181- Front-load the hook (first line matters most)
182- Emojis can work but test
183- Questions perform well
184- Keep image text under 20%
185 
186### LinkedIn Ads
187 
188- **Intro text:** 600 characters max (150 recommended)
189- **Headline:** 200 characters max (70 recommended)
190- Professional tone (but not boring)
191- Specific job outcomes resonate
192- Stats and social proof important
193- Avoid consumer-style hype
194 
195---
196 
197## Copy Testing Priority
198 
199When testing ad copy, focus on these elements in order of impact:
200 
2011. **Hook/angle** (biggest impact on performance)
2022. **Headline**
2033. **Primary benefit**
2044. **CTA**
2055. **Supporting proof points**
206 
207Test one element at a time for clean data.
208